How do you pick? What about their impact on consumers and merchants?

By Sherri Kaufman
Vice President of Sales
Brightr Travel 

August 15, 2024

There’s an overwhelming amount of technology options out there these days. At any given moment, you can pick from products that are packed with buzzwords like “AI”, “Geofencing”, “Location Based Recommendations”, “Superman powered Augmented Reality”. Okay that last one is made up, but how do you sift through the noise? More importantly, how do you choose one without turning the process into a job itself?

Let’s start with a straightforward goal: Creating more engaging and impactful opportunities for consumers and better insights and revenue opportunities for businesses.

A traditional way of getting people out and about to support the above goal is to hold annual events, like BBQs, Farmers’ Markets, etc. These types of events typically are crowd pleasers and a lot of fun, but they’re also a lot of work. Community members need new and fun ways to explore in their own backyard (without loading you up with extra work!).

So, ask yourself, what other ways do people explore your community? Do they use paper maps? Your website? Recommendations from friends? or is it simply serendipity from strolling down Main Street?

What if you could combine the best parts of all of those options into one incentivized exploration program? Introducing Passports – A simple technology driven passport program can answer all of those questions and can support both consumers and businesses.

Passports empower community members to try new businesses, discover hidden gems and even explore the outdoors. They encourage consumers to dive into the heart of the local experience and connect better with local points of interest. Businesses benefit from knowing exactly who is walking through the door and can more easily target their needs after a customer exits.

Advantages that passports have over other technology solutions, like passive analytics, website overhauls, and complicated events platforms are:

• Easy to implement
  • Only need a handful of local points of interest to get started vs. an entire website and directory overhaul
• No privacy concerns
  • All consumer data is “opt-in” and does not follow them home
• Simple training
  • As easy as opening a camera for consumers and handing out or pointing to a QR code for businesses
• Deeper customization
  • Easier to customize for the look and feel of your destination vs. designing an entirely new platform or system

Passports can be a low risk, high reward proposition for communities of all sizes. You can adapt and adjust your offering and tweak incentives to encourage more exploration without needing to invest extra time or capital. You’re fully in control and can carefully shape the consumer experience.

Merchants benefit from the added foot traffic, positive brand associations and near zero overhead.

Consumers get to see different parts of your community and can feel good about keeping local dollars local.

There’s a lot of buzz about technology, but do not fall into the trap of thinking that you need the most expensive or cutting-edge technology to make an impact. A simple passport program can completely transform the visitor experience for everyone.

Who knows, you just might help someone find their new favorite spot in your town today. Now that’s something you can’t put a price on.